Background Information and Problem Statement

Research Proposal on Background Information and Problem Statement

Instructions/Descriptions

Research Proposal on Background Information and Problem Statement

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(MAN7057) Research Practice

19/05/2021

Word Count:

1641

Page of Contents

Research Topic Proposal

1. Title, Background & Problem Statement …………….………………………………………….….…5
2. Aims, Objectives & Research Questions…….………………………………………………….….…6
3. Literature Review ………………………………………………………………………………….….…7
4. Methodology & Proposed Methods…………………………………………………………………….9
5. Project Plan (GANTT Chart) ….…………………………………………………………………. ….11

References…………………………………………………………………………………………………………13

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Ethics Forms………………………………………………………………………………………………………15

1. Title, Background & Problem Statement

1.1 Project Title

How do attitudes towards sustainable cosmetic products vary across consumer demographics within England?

1.2 Background Information

The cosmetics industry refers to the development, manufacture, distribution, marketing and sale of cosmetic or ‘beauty’ merchandise such as makeup, skincare, and personal hygiene products. The cosmetics industry is a significant player within global markets and despite its market share shrinking by 8% in 2020 (Statista, 2021), it is estimated that the global cosmetics market will be worth around $758.4 billion by 2025 (Statista, 2021). However, the cosmetics industry – alike almost all industries globally – is set to face challenges and setbacks in coming decades (and beyond) due to the socio-environmental threats facing our planet (Bom et al., 2019). Demand has amplified for industries and business to act on their unsustainable and unethical business practices and commit to greater Corporate Social Responsibility (CSR) (Rendtorff, 2019). Some of the world’s largest cosmetics retailers have responded to this call (Amberg & Fogarassy, 2019). How consumers are responding across demographics to a changing environmental and ethical narrative within the world of beauty and cosmetics – if at all – is an area worthy of observation and assessment.

1.3 Problem Statement

Research on the subject of sustainability in the beauty industry – while present – is slow, and somewhat disjointed with investigations focussing on single brands or national markets. This patchwork nature of research invariably leads to shortfalls and gaps in our understanding of the relationship(s) between consumers and sustainable cosmetics.

2 Aims, Objectives & Research Questions

2.1 Research Aim

The purpose of this study is to investigate attitudes (i.e., consumer purchase intentions and/or motivations) of consumers in England towards sustainable and ethically responsible cosmetic products in an increasingly eco-conscious, product-rich industry.

2.2 Research Objectives

• To explore the responses of consumers towards sustainable beauty, cosmetic and personal hygiene products across demographics within the UK.
• To identify the key motivators that drive consumers when purchasing cosmetics and personal care products.
• To determine the level of consumer awareness regarding the sustainability of products.
• To assess how (if at all) attitudes towards sustainability influence purchase intention within the beauty industry.

2.3 Research Questions

Q1. What do consumers think of greater sustainability within the beauty industry and how do ……these responses differ across demographics in England?

Q2. What motivates shoppers when purchasing cosmetic products?

Q3. How aware are consumers when buying cosmetics of their ethical/environmental impacts ……and does this shape their purchasing intentions?

3. Literature Review

3.1 Sustainability within the beauty industry

The beauty and cosmetics industry – as a highly-innovative, science-based industry that constantly adjusts both products and strategy to meet changing trends – is uniquely positioned to meet the challenge of sustainable change head on (Bom et al., 2019). With this in mind it is understandable that in recent years, consumer, corporate, and academic interest on the subject of sustainability has grown (Sahota, 2014); albeit in small, case-by-case steps featuring research based on particular brands, national markets or demographics.

Cosmetics and personal care products are distributed and sold globally by a large range of different businesses and a significant number of new beauty SMEs (many of which offer natural/sustainable commodities) have arisen in recent years (Statista, 2021). However, recent research as outlined how even big corporations within the beauty industry are ‘greening up’ and making significant changes to their operations and strategy in order to become more sustainable. For example, Withisuphakorn et al. highlighted L’Oréal’s significant commitment to sustainability as an industry leader (although as a case study report in which case study sources were not fully disclosed, this paper lacked the empirical backing and academic rigour required to draw any definitive conclusions) (Withisuphakorn et al., 2019).

The beauty industry is reaching out to the eco-conscious consumer by offering more sustainable products; vegan, cruelty-free, reusable, fair trade and/or from reputable manufacturers (Ramli, 2017). Revenue growth within the natural cosmetics market has been steadily growing over the past 10 years (Statista, 2020), (aside from a dip in 2020 likely due to the international lockdowns caused by the COVID-19 pandemic). Suggesting a positive response to greater sustainability from consumers and effective management strategy from businesses within the industry.

3.2 The conscious consumer

Work on the ‘conscious consumer’ (those who are aware of the environmental and ethical implications of their consumption) has gained traction and entered into the mainstream in recent years (Brochado, 2017) despite first emerging in academic work in the 70s (Anderson & Cunningham, 1972, Webster, 1975, Brooker, 1976).

Some have argued that the conscious consumer exists in a state of wanting to be more sustainable, but being reluctant to take the first step (Yates, 2011). Consumers seek businesses to put forth their green alternatives into the mainstream, rather than the niche, so that the onus of sustainable shopping falls on the business, not the buyer. More and more, the conscious consumer is able to find vegan, cruelty-free, all-natural or reusable products to appeal to an increasingly socially responsible appetite (Dangelico & Vocalelli, 2017). However, others argue the lack of a clear and standardised framework on sustainability parameters (e.g., what actually constitutes as “cruelty free”?) renders the sustainable label on products or brands somewhat meaningless (Sheehan & Lee, 2014), casting doubt on the weight sustainability has in shaping purchase intention (O’Rourke & Ringer, 2015).

Some studies (Pudaruth et al., 2015; Fauzi & Hashim, 2015; Shabib & Ganguli, 2017) explore the ways in which consumers are motivated in their buying decisions of beauty products and yielded significantly different results. This is not surprising however, given the unique and niche nature of each paper. For example, Shabib & Ganguli explored the influence of CSR in the beauty industry on Bahraini women and found most women were in fact unaware of CSR, whereas Fauzi & Hashim assessed green buying behaviour amongst Malaysian Gen-Zers and found previous purchase performance to be the most influential factor in shaping purchase intention (Shabib & Ganguli, 2017, Fauzi & Hashim, 2015). These results are illuminating, but their informative extent is largely limited to their research area/pool. Given the vast diversity between different consumer brackets, such research is highly useful, just not abundant or encompassing enough at present.

3.3 Theoretical framework

Despite the agreeableness that consumers have for green business models and products – many do not practice what they preach in their purchases. This disparity has been defined as the ‘action-intention gap’ (White et al., 2019). It is the focus of much work on how to narrow this gap and encourage more consumers to follow through with their principles in their buying behaviour. Such research is, however, undoubtedly bound by who and what the studies are looking at. The consumer is a hot topic in green business research, however just how far the action-intention gap theory can be applied to the beauty industry and its consumers remains to be seen and this research project aims to shed light on this problem.

4. Methodology & Proposed Methods

4.1 Methodology

This is a mono-method quantitative study, with deductive reasoning being the research approach taken. This study has the ability to be value-free, in that data can be gathered and will be explored independently of my own personal understandings/biases (Jupp, 2006). In this sense, this research project conforms to a Positivist research approach as conclusions will be drawn from surveys (as a form of experiment) and results will be measured without need for considerable interaction between the researcher and subjects, and my values and persona will not influence the research process or outcomes (Collis & Hussey, 2009).

Due to the time constraints and aims of the project (exploring a diverse range of participants at the present time), a cross-sectional research methodology will be adopted.

4.2 Proposed Methods

Primary data will be collected using a questionnaire which features a mix of questions (multiple choice, short answers, Likert scale etc) which are both open and closed in order to engage the participant and provide a rich variety of responses on purchase intentions and behaviours. The survey system Qualtrics will be used to build the questionnaire. The questionnaire will be disseminated between June 28th 2021 and July 19th 2021 (4 weeks). During this time the maximum number of responses possible will be gathered, as the 4-week timeframe is short, although appropriate for the overall timeframe of the project itself. The questionnaire will be completed electronically and shared through communicative channels such as forums and social media.

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The intended participant pool is people of all ages, races and genders across England who use or have used beauty products, cosmetics, and personal care products. This is to build a data set that will allow comparisons to be made between different cohorts and demographics. Nonprobability convenience sampling will be used, given the relatively small timescale and scope of this investigation. Using the population of England as a total sample pool, a target sample size of 384 has been generated through Creative Research Systems’ sample size calculator (See Figure 1).

After the data collection has been carried out, the results will be gathered and input into a spreadsheet package such as Excel. Then data will be statistically reviewed using an analytic package such as SPSS, a mix of descriptive and inferential results will be produced.

Figure 1. (Previous page) A table showing the sample parameters for this investigation. [1] Data on the population of England from ONS (ONS, 2020).

5. Project Plan (GANTT Chart)

5.1 Written Description of GANTT Chart

The chart has been broken into sections and sub-sections in order to clearly outline the intended research process and set timeframe bound goals, although, these stages may be subject to change. Regular meetings with a supervisor have been allocated to make sure that any work produced is academically sound and approved ethically. The finely dotted lines seen at W/C 28/06/2021 and W/C 26/07/2021 mark the intended data collection period spanning approximately one month only due to the time-restricted nature of this project. The submission date of the 6th September 2021 has been clearly identified with a red dotted fill.

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5.2 GANTT Chart

Research Proposal on Background Information and Problem Statement

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